Closing more weddings are becoming increasingly difficult. Competition is high, more wedding businesses are entering the market, and couples are more overwhelmed by options.
Your marketing efforts must be outstanding to succeed as wedding planners or wedding vendors in this environment.
Today’s couples are flooded with marketing materials, and it has become more difficult than ever to catch their attention. As a result, they’ve become pre-programmed to screen out anything that looks, sounds, or feels like an advertisement.
To cut through the clutter, you need high-end marketing materials that are attractive, personalized, and emotionally engaging. And the only way to do this is by using clear and concise copy that resonates with your audience emotionally.
Today’s human span of attention is only the size of a pea. This means that you have about 8 seconds to hook your prospective clients (if you’re lucky) before they start to check out.
As a wedding business, you must write fresh, fun, and exciting copy to keep your future clients engaged. Your marketing efforts will fail without an engaging message — it’s as simple as that.
Writing emotionally engaging copy and even wedding blogs is no easy task.
6 Tips about how to write engaging copy that attracts new wedding clients
I always suggest my clients say when they begin writing copy. The truth is, weddings are big affairs.
And it’s your role to make the couple feel like the wedding of their dreams is within reach, and you’re the only wedding business that can help them achieve it.
You must communicate confidence and excitement as if you’ve been doing this for decades. If you come off as a rookie, they’ll be gone instantly.
Write copy from a bride’s point of view, not yours. If you’re the copywriter, that means communicating exactly how your wedding services will affect them.
For example, instead of writing: “We’ll help you pull off the wedding photography of your dreams,” write:
“You can trust us to plan your wedding photography that exceeds your expectations.”
Now, if they are looking for wedding photographers, wouldn’t they be intrigued?
Getting rid of flowery, pretentious language makes copy easier to understand and more readable. This is especially important for couples who don’t love weddings as much as you do.
When I write my marketing emails for brides, I never use industry jargon, buzzwords, or catchy phrases. Brides want to know exactly how your wedding services will help them. In other words, they want the facts — not a sales pitch.
For instance, if you specialize in weddings with a Gatsby theme, don’t write: “We’re experts at creating elegant and sophisticated wedding styles.” Write:
“Our 1920s themed wedding services are guaranteed to save you time and money.”
No one wants to read copycat wedding marketing messages. Like why would I even open an email that says:
“You’ll be amazed when you hire us because we offer the best services in the wedding industry at competitive prices.”
Why would I care about your prices, or what sets you apart from other wedding businesses?
To write marketing copy that attracts new brides, you need to uncover WHY they consider hiring you. What are they struggling with?
For example, if you’re a wedding planner, don’t write about how you make planning a wedding easy. Instead, write about how you take the stress out of wedding planning.
Think about it – why are you considering hiring these wedding planners or even wedding photographers? Is it because they have the best prices, or is it because they make planning a wedding easier?
I’m sure you can guess which one will get more responses.
When writing copy for your business listing, keep the focus on your clients and their needs.
I’m not saying you should write an academic thesis about your services – no one wants to read that. I’m just saying that you shouldn’t write a sales pitch or a marketing email that’s bragging or promoting your company.
When writing for the Bride, always speak to her needs and desires first.
For example, let’s say you’re a wedding business that helps brides craft a wedding budget customized to their dreams. Instead of writing:
“You can trust us with your money because we’re one of the most respected wedding budgeting services in the industry,” write something like this:
“Brides: You don’t have to spend a fortune on your wedding. We’ve helped hundreds of brides create a budget that fits their dreams.”
The point is – always write for the Bride, not yourself! When you do that, brides feel like you understand their needs and speak directly to them.
Remember when I said that brides want the facts? They also don’t have time to read through an essay about your wedding services.
To get more brides to open your emails and read all the way through, you must use a variety of writing techniques, including:
Show don’t tell – instead of just telling brides what you do, try showing them by using real client testimonials.
I know a lot of wedding professionals who don’t use client testimonials on their websites or in their marketing. Why?
Well, probably because most people are terrible at writing testimonials. They are too generic or say nothing about the wedding professional’s actual skills or services.
For example, this is a lousy testimonial: “I love working with [Name] because she’s so great at what she does. She is well-reputed in the wedding industry!”
Here’s a good example: “I love working with [Name] because she made the process of planning and designing my wedding so easy.
She was always available to answer questions, and she made sure to follow up with me every step of the way. I only wish I had found her earlier – I highly recommend her to any bride!”
See how this testimonial tells brides more about what working with [Name] is like? It’s more tangible, so it will help brides decide whether or not they’d like to work with [Name].
Brides want facts. They don’t have time to read through an essay about your wedding services.
To make it easier for brides to decide, you need to provide concrete facts about your services.
There are three types of information that brides are looking for when hiring a wedding professional:
1. How much does it cost?
2. What do they get for the Price?
3. How much experience do they have?
When writing copy for your wedding listings, brides are looking for the Price.
This doesn’t just mean the cost of their wedding. It could also mean your prices for a consultation or a trial or even information on the average cost of certain wedding services in your area.
When writing copy for your wedding listings, brides also look for what they get for their money.
For example, if you’re a wedding planner, brides will want to know about the different services and how they can work with you to design a personalized wedding that matches their vision.
The last type of information brides are looking for is whether or not you have experience planning weddings.
That will help them decide whether or not you’re the right wedding planner for them.
Yo! There you have it! Writing copy to attract brides or clients is simple because – don’t be boring!
If you stay away from these 6 mistakes while writing your wedding listings, brides will be more likely to read your copy and say “yes” when you ask them if they’d like to work with you!
This is where many wedding copywriters go wrong. They try to squeeze too much information into one paragraph, making it boring, listy, and hard to read.
For example, take a look at this:
“We are a husband and wife team of wedding planners with years of experience planning weddings. We have worked with hundreds of brides to help them create their perfect wedding, and we can help you too!
We offer a variety of services, including:
We understand that planning a wedding can be stressful, and we want to help you plan your dream wedding day! We will work closely with you to create an amazing and unique wedding that reflects your personality and style. Our goal is to help you relax and enjoy the last few months before your wedding because we know you have enough to think about.”
Now, did you see how it has way too much information?
It’s all run-on sentences, which are hard to read. Plus, brides aren’t looking for fluff.
The last thing they want to do is sit and read about how much experience you have when they can find that information on your website.
Let’s look at how to reduce that fluff and write copy that’s focused on one central idea.
“We are a husband and wife team of wedding planners with years of experience planning weddings.
We offer a variety of services, including:
We understand that planning a wedding can be stressful, and we want to help you plan your dream day that reflects your personality and style. Our goal is to help you relax and enjoy the last few months before your wedding because we know you have enough to think about.”
Doesn’t it feel more concise?
It’s still got the same essential pieces of information, but it reads better.
That’s because there are no longer any run-on sentences or listy paragraphs, which are all fluff.
Just one idea per paragraph.
It’s way more engaging for a bride, and she’ll be more likely to read it.
Now it has nothing to do with wedding copy but copy in general. I have been noticing a lot of wedding industry copywriters making mistakes in their work and not proofreading.
To me, I feel like if you are going to write something, especially when it’s going to get you lots of business, you should make sure it’s perfect before you publish.
How do I know this?
I proofread everything I publish. Suppose it’s a post, letter, or email. For instance, this particular blog you are reading right now, I will read it back to myself another three times before publishing.
Make sure you make a habit of proofreading every time you write something.
Nobody likes typos. It’s like nails on a chalkboard.
I’m not saying you should write the same way repeatedly. However, you can be consistent with your branding or style. For instance, did you notice I always refer back to my students?
Whenever I write, I am speaking to my students or someone just new to the wedding industry.
The point is to always stick with who you are talking to in the copy, and keep it consistent.
You will find out over time what type of language and tone works best for you and your business.
As a wedding business coach, I help brides, entrepreneurs, and other creative types – write a winning wedding marketing plan that gets results.
New to the wedding industry? My sure-shot strategy will skyrocket your wedding business by attracting more brides or clients. If you’re interested, check out my free wedding masterclass – 4 Simple Steps To Fuel Your Wedding Business.